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2010年1月1日,《广播电视广告播出管理办法》正式施行,电视广告播出时间受到很大限制和压缩。为谋出路,各卫视必将改革传统的显性广告模式,更多地采用广告界限模糊、形式新颖的广告形态,将广告资源的发展重点转移到创新广告模式上来。这一广告模式就是隐性广告。隐性广告在电视栏目的植入不能违反有关政策规定,需要从策划创意、运作技巧、受众心理等角度,进行全方位考量,才能真正做到适度,既不破坏栏目内容的完整性,又能被受众自然接受;既保证内容的质量,又能实现广告的商业目的。
January 1, 2010, “radio and television advertising broadcast management approach,” the official implementation of television advertising time is subject to much restrictions and compression. In order to find a way out, all satellite TVs will inevitably reform the traditional explicit advertising model, and adopt more advertising forms with fuzzy boundaries and new forms of advertising to shift the development of advertising resources to innovative advertising models. This advertising model is implicit advertising. Implicit advertising in the television program can not be implanted in violation of the relevant policies and regulations, the need for planning ideas, operational skills, the audience psychology point of view, all-round consideration in order to truly moderate, without undermining the integrity of the contents of the column, but also The audience is naturally accepted; both to ensure the quality of the content, but also to achieve the commercial purpose of advertising.